US Craft beer drinkers often judge a beer by its packaging

In 2016, brewers debuted more than 2,000 new products in the total US beer category (including ciders and flavored malt beverages), and more than 1,800 of them were craft beers. With so much variety and competition, marketing and label innovation play a significant role in getting noticed.
According to a study by Nielsen, 66% of American craft beer buyers say that a beer’s package/label is “very” or “extremely” important for getting them to notice it. Additionally, 60% say that the package/label is “very” or “extremely” important in convincing them to give it a try and buy it. Overall, 71% say they like to try brands with bold and interesting packaging (News Item Nielsen, 25 May 2017).
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